Until death do us part
- More than half (53 per cent) of Brits claim to be faithful to their hairdresser
- UK adults are more likely to have a 'relationship' with a particular salon than a significant other
- People in the North East most likely to be committed to one hairdresser
- Londoners preen themselves more than anyone else, with 13 trims per year
London, 27 July 2017: New research1 by insurance provider Direct Line for Business reveals Brits' loyalty to their hairdressers, with 53 per cent always visiting the same hairdresser or barber, and a further 15 per cent only 'betraying' their regular hairdresser if forced to.
Older Brits are more likely to be faithful to their hairdresser, as 57 per cent of over 55s visit the same hairdresser, compared with 46 per cent of 18 to 34 year olds. The most loyal region is the North East, where nearly two thirds (63 per cent) say they always go to the same hair professional. At the other end of the spectrum, people in the South West are most likely to shop around with 47 per cent committed to one hairdresser.
When compared to other significant commitments, our reluctance to entrust our hair to someone new is equally clear as more Brits are 'in a relationship' with a salon (74 per cent) than with another person (69 per cent), with loyal consumers spending more than eight years going to the same hairdresser or barber.
Table One: Percentage committed to a salon compared with percentage committed to a person
| Region | In a relationship | 'In a relationship with' salon | Average length of 'relationship' with salon |
| Northern Ireland | 69% | 80% | 8 years 8 months |
| North West | 72% | 78% | 8 years 1 month |
| North East | 72% | 78% | 8 years 8 months |
| London | 59% | 77% | 8 years 3 months |
| Yorkshire & Humber | 74% | 75% | 7 years 3 months |
| Scotland | 66% | 75% | 9 years 8 months |
| Wales | 69% | 73% | 10 years 7 months |
| South East | 71% | 72% | 6 years 4 months |
| South West | 64% | 72% | 7 years 3 months |
| East of England | 73% | 72% | 8 years 6 months |
| West Midlands | 81% | 70% | 7 years 7 months |
| East Midlands | 57% | 69% | 8 years 3 months |
| Total | 69% | 74% | 8 years 2 months |
Source: Direct Line for Business 2017
Loyalty is evident in the duration of these relationships as well, as the average loyal consumer visits their hairdresser for eight years. 15 per cent have been with the same hairdresser for 11 to 20 years, and eight per cent have stayed loyal for 21 to 40 years. The latter figure rises to 12 per cent among the over 55s. Glaswegians have the longest relationships with their hair stylists (12 years) and 14 per cent of residents of the Scottish city claim to have been seeing the same one for 21 to 30 years.
Jane Guaschi, Business Manager at Direct Line for Business, said: "Brits have their local pubs, favourite sports teams, and preferred way of preparing a cup of tea. This research shows that our loyalty extends to who we choose to do our hair, as so many of us have been with the same hairdresser for years. As with any business, professionalism and expertise among hair professionals translate into customer retention and long-term success."
Among the 26 per cent of Brits who say they do not visit the same hairdresser regularly, over a third (36 per cent) claim to cut their own hair while others trust the task to partners or family members (29 per cent).
Brits who visit salons have on average eight trims per year. Four per cent of respondents claim to get a trim or cut and finish every week. At the top of the list are Londoners who get trims most frequently - around 13 times per year with 27 per cent of people in the capital getting a trim more than once a month.
The popularity of American-style blow dry bars is also reflected in the findings, as 10 per cent of Londoners have a blow dry every week (compared with three per cent of all Brits), with an average of nine blow dries per year. Nearly a third of Brits (30 per cent) have full-head colour, and a quarter (25 per cent) have half-head colour regularly. More than one in ten (11 per cent) Londoners claim to get a half-head colour every week.
Table Two: Frequency of hair treatments among those who visit a hairdresser regularly2
| Treatment | How often Brits have these done on average |
| Trim | 8 times per year |
| Cut and finish | 6 times per year |
| Blow dry | 5 times per year |
| Half-head colour | 2 times per year |
| Full-head colour | 2 times per year |
Source: Direct Line for Business 2017
Jane Guaschi, Business Manager at Direct Line for Business, continued: "Even if you have a loyal customer base and often perform treatments you're familiar with, it's important to be covered in case anything goes wrong. Aside from the reputational cost associated with disappointing a customer, you could end up paying a hefty sum for an accident if you don't have adequate insurance cover."
For more information about Direct Line for Business' Hair and Beauty Insurance, please visit: https://www.directlineforbusiness.co.uk/small-business-insurance/hair-and-beauty-insurance
Notes to Editors
1 Opinium Research interviewed a UK nationally representative sample of 2,004 people, between 13th and 18th of April
2 Please note that this excludes those who said they never have these treatments
For further information please contact:
Citigate Dewe Rogerson
Antonia Green
Tel: 020 7282 2967
Email: antonia.green@citigatedr.co.uk
Direct Line Group
Jade Trimbee
PR Manager
Tel: 0137 283 9452
Mobile: 07825 315 931
Email: jade.trimbee@directlinegroup.co.uk
Direct Line for Business
Launched in 2007 Direct Line for Business provides a range of insurance products for the small business sector direct by phone or online.
Direct Line for Business insurance policies are underwritten by U K Insurance Limited, Registered office: The Wharf, Neville Street, Leeds LS1 4AZ. Registered in England and Wales No 1179980. U K Insurance Limited is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority.
Direct Line for Business and U K Insurance Limited are both part of Direct Line Insurance Group plc.
Customers can find out more about Direct Line for Business products or get a quote by calling 0345 301 4827 or visiting www.directlineforbusiness.co.uk